I suppose that product meeting for the V-Moda Vamp went something like this:
Designer: Here it is! The Vamp case. It’s a metal case for the iPhone.
Boss: What the hell is wrong with you? That thing is huge. It’s an embarrassment to the good name of V-Moda. My god. With a box that size you could fit in literally anything. ANYTHING!
(Light bulb goes off over designer’s head).